South Australia in need of rebrand, says Premier, ‘people confuse us with South Africa and think Melbourne is our capital”

South Australia: A brilliant blend of what?

South Australia is suffering from an “unclear image” overseas, and is in need of a rebrand, the state’s Premier has said.

Premier Jay Weatherill said in an interview with the ABC that the state is often confused with South Africa, and it is believed that its capital is Melbourne.

Weatherill was recently introduced at a ‘G’Day USA’ conference as the Premier of New South Wales.

In the interview, Weatherill said: “We’re not cutting through with existing efforts, so we’re wanting to ask question, can we do the branding excercise better?”

The state will be looking to British creative Bill Muirhead, the founding director of M&C Saatchi London, and architect of the 100% Pure New Zealand campaign, to reposition the state.

“The basic principal of marketing anything is that first you need to have awareness before you get preference,” Weatherill said.

“We need to find another way of cutting through with the message that we’re here, and send a clear message about the essence of South Australia.”

South Australia was in the news recently when it emerged that celebrities had been paid to tweet about popular tourist destination Kangaroo Island. KWP! Advertising was behind the social media activity.

Tourism South Australia director of marketing and communications David O’Loughlin was unavailable for comment at the time of writing.


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